ADVERTISING IN GHANA

Topics: Advertising, Advertising agency, Student-run advertising agency Pages: 7 (2293 words) Published: March 24, 2014
Introduction
Advertising has and would always be around us. If one questions what the CAL Bank tent on the University of Ghana Business School compound is doing, then one is sure to have advertising as an answer. The advertising sector in Ghana is becoming more complex, interesting and challenging since its revival in the 1980s after the liberalization of the economy under the Economic Recovery Programme (ERP). Customers have differed in several ways such as taste, preferences, social class among other factors; so customers need to be grouped into segments with homogeneous characteristics. As a result of this, companies must ask themselves “how can we find ways to let our customers reach us? This has therefore brought about the use of the promotion tools of which advertising appears to be one of the most commonly patronized. Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor. Kotler and Armstrong (2010). The desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising is usually paid for by sponsors and crafted by ad agencies. The first acknowledged advertising agency was William Taylor in 1786 in Great Britain. And a lot had evolved since then. Ghana today can boast of so many ad agencies which can be said to be almost as creative as their international counterparts. Much good can be said of the industry today despite criticisms. As far as legal considerations such as the Ghana Media Policy is concerned, the targeting of advertisements to children who may not have developed sufficient filters to evaluate their content, the stereotyping of women and their roles and insufficient propagation of socially desirable ideas and behaviour remain issues which have to be properly addressed. Telecom companies, banks and other marketers of fast moving consumable products are the leading advertizers in Ghana-seizing every single opportunity to communicate their brands. This paper takes a look at what has transpired in the advertising sector over the years in Ghana, the role of the Association of Advertisers in Ghana, ethics as regards advertising and the connection between advertising and IMC as practiced in Ghana.

Current and Emerging Advertising campaigns In Ghana – The Case Of Mobile Telecommunication Companies and other leading brands. "If you remain still for too long, we will brand you." This was a comment passed recently by an officer of Vodafone. Though a joke, this reveals the extent to which telecommunication companies in Ghana are bent on seizing every little opportunity to advertise their brands. The desire by every telecommunication company to gain popularity, a bigger market share and profits has made the telecommunications industry the most competitive and the first when it comes to advertising campaigns. Some few years ago, advertising investments would traditionally go first to billboards and radio. Today, however, we see that the advertising campaigns being launched have improved in terms of innovation and creativity. With the emergence of very innovative and creative media personnel and advertising agencies, Tigo, MTN, Vodafone, Airtel and Expresso have continually trilled Ghanaians with exciting non-trditional ad campaigns. Aside street lights across almost every principal street bearing banners of Tigo, MTN etc; and the use of company t-shirts to gain popularity; almost every programme on radio and television in Ghana today, including news, talk shows, sports programmes, reality shows, movies, soap operas, documentaries and all, are branded by one mobile phone operator or the other - sometimes together with other non-telecom brands. Some critics however believe that advertising in this generation is only being noisy and irritating and not captivating enough. In a related article on ghanaweb.com, Kobby Owusu cited Amos Anyimadu as...

References: The Ghana Media Policy, published April 6, 200. Page 1,2, 13.
Kotler P. and Armstrong G., “Principles of Marketing”
Dowuona, Samuel. Telecom Operators in Unhealthy Painting Competition. 29 Jun. 2010. 18 Oct. 2011 .
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